SHELBURNE FALLS — A former events and program manager with the Springfield Regional Chamber of Commerce is the new head of the Greater Shelburne Falls Area Business Association.
Kara Cavanaugh of Greenfield, the business association’s new program director, began her job this month.
Cavanaugh has spent at least 10 years in events planning jobs, going back to her years in Boston. For the last five years, she has worked with the Springfield regional chamber affiliates.
“We did close to 100 events per year,’ she said. “We’re the largest collective business community west of (Interstate) 495. We worked closely with the business community.” Cavanaugh said her work included working with state legislators and with Congressman Richard Neal. A primary event was the Chamber’s Legislative Outlook — a main event that Gov. Charlie Baker attended. The Chamber also held “Lunch & Learns,” lunchtime programs tailored to help businesses learn about social media marketing and changes in health care laws.
The Shelburne Falls association has been without a director since Carmella Lanza-Weil stepped down in February. While re-evaluating the position available, the association changed the title from “executive director” to “program director.”
When asked why the title was changed, Cavanaugh said: “They looked at what the organization was doing, and decided you can’t be all things to all people.” She said her focus will be on special events, luncheons and breakfasts “to really serve our communities and serve our members.”
She said the 10-town area served — Ashfield, Buckland, Charlemont, Colrain, Conway, Hawley, Heath, Plainfield, Rowe and Shelburne — is rich in culture and history. “We’re working with the Massachusetts Cultural Council, in the long term, to come up with some great ideas to highlight these sites, said Cavanaugh.
When asked if online shopping is taking away customers from local businesses, Cavanaugh said visitors love to see the little shops with handmade crafts and experience the small towns. “You can’t replace that with online shopping,” she said.
Her biggest project now is making sure the Iron Bridge Dinner, scheduled for Sunday, Aug. 26, is a success. Details of the annual dinner were organized before she was hired, but it is a major fundraiser for the Business Association and the Mohawk Trail Regional School’s Music Association. This year, it is a $100 dinner with entrees of maple-glazed roast salmon, beef Bourguignon or white bean and kale polenta, served in separate courses, with several dishes and desserts made by local restaurants.
“Things changed this year, but my view is, it’s important to evolve,” said Cavanaugh. “When you go on auto-pilot with some of these events, they can become less special.”
One of her goals is for the business association to offer new opportunities, new experiences and more value for its members.